The video then jumps to explaining how these bad $#!T ads can turn into good $#!T that will benefit women across the industry. Much to Glazer’s disgust the storied heritage of women in recent decades has been reduced to advertisements featuring the sexualization of women. In the new video, Glazer speaks to women’s role in the brewing process throughout history starting in the earliest years of human civilization. I’m inspired Miller Lite created the space for this reflection, and I’m proud to play a part in repping this step in the right direction. “After years of treating women like objects, the beer industry has an opportunity to shed more light on just how powerful women’s contribution has been. I know women have been erased from building many industries from the ground up, and yet I was still surprised to learn that they were among the first beer brewers in history,” said Ilana Glazer.
“Women are amazing and infinitely creative. The correction of years of sexism in the beer industry is a very serious social issue but the new campaign carries a humorous tone that can only be achieved by a skilled comedian such as Glazer. To help spread the word about the Bad $#!T to Good $#!T campaign, Miller Lite enlisted the help of producer, comedian and actor Ilana Glazer. This fertilizer will be donated to women hop farmers, so the hops grown from the advertisement mistakes of the past will be sent to women brewers to make beer from. The goal of collecting these ads is for them to be turned into compost that can be used to make fertilizer. This includes scrubbing old marketing materials off the internet. The Molson Coors brand has been collecting their (and all of the beer industry’s) outdated, age-old, no-thank-you sexist ads, displays and posters for months. The industry and these types of ads were putting a lot of bad $#!T out there. Women and the female form became an advertising tool for objectification purposes. Yet in recent modern history that role has shifted and many in the beer industry (Miller Lite included) alienated the very people who helped create it. Across many cultures in the world’s history, women were the first brewers.
Miller Lite isn’t wrong about the representation of women in brewing. “To honor this we wanted to acknowledge the missteps in representation of women in beer advertising by cleaning up not just our $#!T, but the whole industry’s $#!T while benefiting the future of women and beer.”
“This Women’s History Month, Miller Lite wanted to recognize that without women, there would be no beer,” said Elizabeth Hitch, senior director of marketing for Miller Lite. The beer brand is pledging to turn past sexist beer advertisements into fertilizer for donation to women hops farmers. Miller Lite has teamed up with ‘Broad City’ star, Ilana Glazer to start a new campaign to benefit women in the brewing industry for Women’s History Month.
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